Carr e 3.2.2project

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Carr e 3.2.2project

  1. 1. BRAND OVERVIEW PRESENTATION Eh Moo Carr April 13, 2014 3.2.2 Design Project (EANET, 2010) 1
  2. 2. Brand Brief for Company-Rebrand Candidate: Vietnam National Administration of Tourism (VNAT) Authenticity Value Commitment Vision Flexibility Meaning Vietnam National Administration of Tourism is the only tourism board that represents Vietnam, a land fit for royalty, featuring striking mountain ranges, scenic costal cities, and remote villages where people live humbly and share smiles generously. Onliness Statement VNAT approved the new logo, Timeless Charm, as a frequent reminder of Vietnam’s natural beauty found in prominent mountain ranges and quaint yet modest villages. VNAT keeps a close watch on tourism statistics on a monthly basis and compare against the statistics from the years prior. Vietnam’s diverse history, tropical weather, lush landscapes, and lush culture are advertised to the international tourist community through various media platforms. VNAT boasts of Vietnam’s award winning beaches and islands suitable relaxation and exciting water sports. Vietnam also hosts various traditional national festivals to celebrate the culture of their 54 ethnic groups. VNAT requires that most visitors apply for Visas to enter into Vietnam although there are some exemptions. Several national parks and wild life conservation efforts are in place. In addition, Vietnam’s valuable antiques and national treasures are preserved and displayed in museums all over the country. VNAT promotes Vietnam’s diversified culture, ancient architecture, and wonderful legends. Vietnam’s traditional delicious flavors such as Pho and French inspired sandwiches are well known throughout the international market. VNAT markets Vietnam’s 4,000-year old history, with many valuable architectural monuments. Vietnam consists of magnificent landscapes such as long coastlines with picturesque yet assessable beaches, tropical forests, and mountainous ranges. (VNAT, 2014) (VNAT, 2014) (VNAT, 2014) (VNAT, 2014) (VNAT, 2014) (Pham, 2009) (Pham, 2009) 2
  3. 3. ValueCoherence Meaning Competitor Brand Brief: Myanmar Tourism Federation (MTF) Onliness Statement Myanmar Tourism Federation (MTF) is the only tourism board that represents Myanmar, a land of never ending journeys with mysterious and undiscovered destinations and wonders still yet to be explored. MTF highlights that adventure can be found by hiking the striking mountain ranges, cruising down the mighty Ayeyarwaddy River, drifting over the ancient city of Bagan by hot air balloon, or searching for that elusive tiger on the back of an elephant (MTF, 2014). MTF recent re-branding strategy was to create a compelling nation branding with avant-garde appearance, as it is critical that this meaning is explained so that it can be understood, communicated, and approved (Wheeler, 2013, p. 32). Their distinctive goal was to present Myanmar to the modern world as the land of breathtaking beauty and charm with traditional delights of Asia in one country. MTF believes that Myanmar is the golden land, a country filled with a rich culture worth exploring. Myanmar’s main attractions include virgin jungles, snow-capped mountains, pristine beaches, and a glorious heritage that spans more than two thousand years. Vision MTF is reestablishing the country’s image as a safe and welcoming place with many beautiful assets for tourists to experience. Their long-term goal is to continue generating revenue from tourism and attracting international investors and partners to support their efforts. Commitment MTF claims that Myanmar’s government built new highways and expanding the Hanthawady International Airport as well as two modern internal airlines are upgrading and expanding their networks. Myanmar also boasts one of the lowest tourist crime records in the world. Authenticity MTF highlights that Myanmar stretches from the sparkling islands of the Andaman Sea in the south right up into the Eastern Himalayan mountain range. Spectacular monuments and ancient cities attest to a vibrant culture that is still home to 135 different ethnic groups. (Indochina Discovery Travel 2014) (MTF, 2014) (Indochina Discovery Travel 2014) (MTF, 2014) (Chang, 2011) (Hammer, 2012) 3
  4. 4. Value Vision Flexibility Meaning Authenticity Commitment Onliness Statement Malaysia Tourism Promotion Board (MTPB) is the only tourism board that represents Malaysia, which is a multi-ethnic, multi- cultural, and multi-lingual nation where people of diverse races and religions live in harmony. Competitor Brand Brief: Malaysia Tourism Promotion Board (MTPB) (Malaysia Tourism Promotion Board, 2014) (Malaysia Tourism Promotion Board, 2014) (Malaysia Tourism Promotion Board, 2014) (Malaysia Tourism Promotion Board, 2014) MTPB promotes Visit Malaysia Year 2014 as the nation's biggest and grandest tourism celebration. Malaysia offers endless wonders of events, festivals, and activities all-year round. MTPB is understands that the country is “Truly Asia,” as their tagline indicates. The political and socio-economic landscape since its independence has helped propel the nation to achieve a dynamic economy. MTPB recognizes that while Malaysia is on the way to become a fully developed nation, it somehow still maintains its Asian nuances and rich culture such as Moorish architectural structures, century-old places of worships, and pre-colonial shop houses. MTPB capitalizes on Malaysia’s warm climate and wealth of natural resources. Malay Sultanate Kingdom in Melaka during the 15th Century made the nation a trading and commercial hub that attracted international businesses. MTPB celebrates Malaysia’s rich legacy of history, from the early days of Hindu, Buddhist and Islamic civilizations to colonial imperialism and independence. MTPB understands that it’s brand needs to be protected, preserved, and nurtured (Wheeler, 2013. p. 40). Malaysia has the world’s tallest twin towers, the Petronas Twin Towers and many skyscrapers. Malaysia’s natural treasures also include 130 million years old rain forests, the world’s biggest cave chamber, largest flower and the smallest elephant. 4
  5. 5. Competitor Brand Brief: Tourism Authority of Thailand (TAT) Tourism Authority of Thailand is the only tourism board that represents Thailand, a country with a modern capital city, exotic wildlife, and spectacular islands, and friendly people. Onliness Statement Value Vision Flexibility Meaning Authenticity Commitment TAT was the first organization to be established specifically to promote tourism in Thailand. During the past 30 years, TAT has established various offices regionally within Thailand and continues to establish offices internationally. TAT publicizes Thailand’s constitutional monarchy, similar to England’s, whereby an elected Prime Minister is authorized to be the head of government and a hereditary Thai King is head of state. The constitution of Thailand allows for the people of Thailand to democratically elect their leaders. TAT markets the country’s rich history, features its modern capital city, exotic wildlife and spectacular islands, and most of all, its friendly people. The Brand’s tag line reads “It Begins with the People”. TAT supplies and publicizes information and data on tourist areas and events to both Thai and international tourists. TAT conducts studies to establish development plans for tourist destinations, and co-operates with and supports personnel in the field of tourism. TAT promotes that Thailand as a wondrous kingdom, the only Southeast Asian nation never to have been colonized by European powers. Along with a fascinating history and a unique culture that includes delectable Thai food and massage, TAT labels the country as the “land of smiles”. TAT compares the country’s size to that of Spain’s as Thailand is the 50th largest country in the world. Thailand’s tropical climate is hot and humid, creating a lush environment for plants and exotic animals. However, its geography and world class accommodations allow visitors to find suitable weather somewhere in the country throughout the entire year. (TAT, 2014) (TAT, 2014) (TAT, 2014) (TAT, 2014) (TAT, 2014) (TAT, 2014) 5
  6. 6. References: Chang, C. (2011, August 11). Fisherman, Myanmar. [Photograph]. Retrieved from http://photography.nationalgeographic.com/photography/photo-of-the-day/fishermen-myanmar/ EANET. (2010). Asia Map. [Photograph]. Retrieved from http://www.eanet.asia/country/index.html Hammer, J. (2012, August 3). Visiting Myanmar: It’s Complicated. 05MYANMAR_SPAN-articleLarge [Photograph]. Retrieved from http://www.nytimes.com/2012/08/05/travel/visiting-myanmar-its- complicated.html?_r=0 Indochina Discovery Travel. (2014). bago. [Phototraph]] Retrieved on April 13, 2014 from http://indochinadiscoverytravel.com/english/21/110/highlights-of-myanmar/ Indochina Discovery Travel. (2014). bagan-temples. [Phototraph]] Retrieved on April 13, 2014 from http://indochinadiscoverytravel.com/english/21/110/highlights-of-myanmar/ 6
  7. 7. References: Malaysia Tourism Promotion Board. 1380252704-banner-people. [Photograph]. Retrieved from http://www.vmy2014.com/about-vmy2014/people-language-culture Malaysia Tourism Promotion Board. 1383226328-mascot01. [Photograph]. Retrieved on April 9 2014 from http://www.vmy2014.com/about-vmy2014/vmy2014-mascot Malaysia Tourism Promotion Board. MENARA CONDONG TELUK INTAN 3 [Photograph]. Retrieved from www.tourism.gov.my/en/us Malaysia Tourism Promotion Board. (2014). Home Page. Retrieved from http://www.tourism.gov.my/en/us Malaysia Tourism Promotion Board. (2014). Home Page.Screen Shot 2014-04-11 at 2.18.04 PM. [Photograph]. Retrieved from http://www.tourism.gov.my/en/us Myanmar Tourism Federation. (2014). Home Page. Retrieved from http://www.myanmar.travel/ 7
  8. 8. References: Pham, B. (2009). Banh Mi. [Photograph]. http://foragingfoodies.blogspot.com/2010/11/ hunters-manual-guide-to-vietnamese-food.html Pham, B. (2009). Hutieu. [Photograph]. http://foragingfoodies.blogspot.com/2010/11/ hunters-manual-guide-to-vietnamese-food.html Rebrand. 2014. Myanmar Tourism Federation. Retrieved from http://www.rebrand.com/ distinction-myanmar-tourism-federation Rebrand. 2014. Screen Shot 2014-03-10 at 1.57.49 PM. [Photograph]. Retrieved from http://rebrand.viewbook.com/album/2014-myanmar-tourism#1 Rebrand. 2014. Screen Shot 2014-03-10 at 2.01.53 PM. [Photograph]. Retrieved from http://rebrand.viewbook.com/album/2014-myanmar-tourism#1 Tourism Authority of Thailand. (2014). About TAT. Retrieved on April 13, 2014 from http://www.tourismthailand.org/About-TAT Tourism Authority of Thailand. (2014). IG-A-Destination-O_Phuket_006-ViewOfThreeBeaches-500x330. [Photograph]. Retrieved on April 11, 2014 from http://www.tatnews.org/phuket-6/ 8
  9. 9. References: Tourism Authority of Thailand. (2014). IG-A-FloatingMarket-O_Amphawa_006-332x500. [Photograph]. Retrieved on April 11, 2014 from http://www.tatnews.org/category/gallery/photo-library/ Tourism Authority of Thailand. (2014). IG-A-Island-O_KoHong_002-333x500. [Photograph]. Retrieved on April 11, 2014 from http://www.tatnews.org/mu-ko-hong-krabi/ Tourism Authority of Thailand. (2014). IG-F-S-Songkran_014. [Photograph]. Retrieved on April 13, 2014 from http://www.tatnews.org/songkran-festival/ Tourism Authority of Thailand. (2014). Logo. [Photograph]. Retrieved on April 11, 2014 from http://www.tourismthailand.org/home Tourism Authority of Thailand. (2014). PC2013-S2-ThirdPrize_Bangkok-640x425. [Photograph]. Retrieved on April 11, 2014 from http://www.tatnews.org/temple-of-dawn-bangkok/ Vietnam National Administration of Tourism. (2014). 1_. [Photograph]. Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515 Vietnam National Administration of Tourism. (2014). 5_. [Photograph]. Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515 9
  10. 10. References: Vietnam National Administration of Tourism. (2014). Holan06. [Photograph]. Retrieved on April 7, 2014 from http://www.vietnamtourism.gov.vn/english/ Vietnam National Administration of Tourism. (2014). Home Page. Retrieved on April 7, 2014 from http://www.vietnamtourism.gov.vn/english/ Vietnam National Administration of Tourism. (2014). Logo [Photograph]. http://www.vietnamtourism.gov.vn/english/ Vietnam National Administration of Tourism. (2014). People and Country. Retrieved from http://vietnamtourism.com/e_pages/country/overview.asp Vietnam National Administration of Tourism. (2014). Screen Shot 2014-04-09 at 8.51.23 PM. [Photograph]. Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/6515 Vietnam National Administration of Tourism. (2014). Tourism. Retrieved from http://vietnamtourism.com/e_pages/tourist/travel.asp Wheeler, A. (2013). Designing brand identify: an essential guide for the whole branding team. Hoboken, New Jersey: John Wiley & Sons, Inc. 10

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